Ottawa’s Acart Communications has created this spot for Human Resources and Skills Development Canada, with English and French versions running nationally (mostly online from the looks of it). It’s a follow-up to the TV ad they crafted in 2010 that’s still airing.
According to the agency’s blog, “We didn’t try to create a sequel,” to the first spot, which earned 58% total aided recall, 53% unaided recall and 54% aided TV recall (it also won IABC Ottawa’s Excellence in Communication Leadership Award in the Social Responsibility campaign category for 2010).
“With a new brief from the client, aimed at making seniors and the people who care for them more aware of the specific dangers of financial abuse by both formal and informal caregivers, we set out to create an even more gripping ad,” wrote creative director Tom Megginson. “In some ways, depicting verbal and physical abuse in the previous campaign was easier than the purely financial message. Financial abuse of seniors is something much more insidious, takes many forms, and can even be inflicted by a loved one.”
